Amazon US title and Item Highlights tool
Count an Amazon product title against the 75-character limit announced for non-media categories from July 27, 2026. Then review the title for risky claim wording before publishing.
Live character check
A title can fit the announced character limit and still contain disease, treatment, approval, antimicrobial, safety, or unsupported superiority claims. Character counting solves the field constraint; Vacora's Listing Risk Check reviews configured wording signals.
This summary reflects Amazon's June 2026 announcement. Seller-controlled product facts and exact category applicability still need to be verified in Seller Central.
| Field | Announced limit | Intended use |
|---|---|---|
| Product title | 75 characters including spaces for non-media categories | Keep the core product identity and most important supported details concise. |
| Item Highlights | 125 characters | Add supported materials, use cases, or details that help shoppers compare products. |
| Media categories | Excluded from the announced 75-character requirement | Verify the applicable category rules before changing an existing media title. |
The character limits on this page come from an Amazon Seller Central News announcement. Vacora is not affiliated with Amazon and does not treat the counter as an approval or compliance decision.
Northstar Stainless Steel Water Bottle, 24 oz, Leak-Resistant Lid
Use the counter for the exact text you plan to submit. Keep product facts accurate, and move secondary supported details into Item Highlights rather than adding unsupported claims.
First fit the title to the applicable field constraint. Then run Amazon Listing Risk Check, use Safe Rewrite for flagged wording, run Recheck, and save the result as a Report/PDF when the workflow is unlocked.
Vacora reviews seller-provided Amazon US Listing wording. It is not affiliated with Amazon, does not provide legal advice, and does not promise approval from Amazon, suppression prevention, or a marketplace outcome.
Amazon announced a limit of 75 characters including spaces for titles in all categories except media, starting July 27, 2026.
Amazon's announcement excludes media categories from this requirement. Sellers should verify the exact category and current Seller Central guidance before editing a media title.
Amazon describes Item Highlights as a separate 125-character field for materials, recommended uses, or comparison details. The announcement says this content is searchable and visible with titles in search results and on product detail pages.
No. Length is only one field constraint. Product facts, claims, category requirements, evidence, and current Amazon rules can still affect the Listing.